buying and selling media
TRANSCRIPT
Buying and Selling MediaChapter 6
Implementing the Media Plan The Role of Media Planning The Role of Media Buying The Role of Media Sales Other Media Players Media Research Media Management Media Traffic Agency Billing
The Role of Media Planning Prepare and present the recommended plan Analysis Strategic recommendations Translate the plan into a buying brief
The Buying Brief Designated buying target Strictly demographic Often same as plan “measurement target” Summary of plan objectives Restatement of the reach/frequency goals Rationale
The Buying Brief Summary of key plan strategies Scheduling – specific timing goals Geography – market or regional emphasis Media Mix – media by class/type Rationale for eachThe Buying Brief Detailed media requirements Purchase weight goals by week• By media
• By market Typically presented in a spreadsheet
The Buying Brief Budget breakdown and cost parameters Planning cost guidelines become cost parameters Buying budget goals by week• By media• By market
The Buying Brief Media market and merchandising strategy Upfront buying Bulk buying and “pools” Merchandising extras• Television sponsor billboards• Magazine reader surveys and BRCs• Radio contests and “remotes”
The Role of Media Buying The Basic Buying Process Identify alternatives Evaluate alternatives Negotiate details Execute the buy Manage the buy
Identify the Alternatives Identify possibilities Meet with sales reps Read the trade press Media research resources Assemble the important information Relative to plan strategies Relative to message requirements
Evaluate the Alternatives Complete the analysis
Prioritize and rank alternatives Based on plan criteria
Negotiate the Details Most variables are negotiable Cost/pricing Positioning/placement Timing Merchandising extras
Execute the Buy Contract with the media Contract distribution Billing department Media traffic
Manage the Buy Contract conditions Proof of run• Tearsheets• Air checks Proof of audience Competitive separation• 6 pages• Commercial pods
National TV Upfront Buying Upfront Market flow and timing Mar/Apr start May Negotiations and buying September – following August airing Upfront Buy degrees of firmness Varying by quarter of the year• Higher, more firm early quarters Release mechanism for both the media and the marketer
The Role of Media Sales Research and Analysis The goal is to position the media property
Sales and Negotiation The art of problem solving Finding the right problem that the media property can best solve Post-buy Tracking and Evaluation Ongoing relationship between seller and buyer
The Role of Other Players Media Research Throughout the process, supports all aspects Media Management Decisions on content and pricing to attract audiences and advertisers Media Traffic Distribution of message materials from agency to contracted media Agency Billing Keeps money moving between client companies, agencies, and media
Summary Media planners and the Buying Brief Media Buyers and the Buying Process Media Sales and the Art of Problem Solving Other important media functions and the jobs they do